Bundaberg Rum
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| Manufacturer | Bundaberg Distilling Company |
|---|---|
| Distributor | Diageo |
| Country of origin | Australia |
| Introduced | 1888 |
| Colour | Dark |
| Website | http://www.bundabergrum.com.au |
Bundaberg Rum is a dark rum produced in Bundaberg, Australia, often referred to as "Bundy". The Bundaberg Distilling Company owns its own cola-producing facility, which supplies the cola for its ready-to-drink Bundaberg Rum and Cola products.
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[edit] History
Bundaberg Rum originated because the local sugar mills had a problem with what to do with the waste molasses after the sugar was extracted (it was heavy, difficult to transport and the costs of converting it to stock feed were rarely worth the effort). Sugar men first began to think of the profits that could be made from distilling. The vital meeting was held at the Royal Hotel on 1 August 1885, W M C Hickson served as the chairman, and other notables in attendance included all the big sugar mill owners of that time, W G Farquhar, F L Nott, S McDougall, T Penny, S H Bravo and A H Young, all to become the first directors of the Company. They started with a capital of 5,000 pounds.[1]
Bundaberg rum was first produced in 1888, production ceased from 1907 to 1914 and from 1936 to 1939 after fires, the second of which caused rum from the factory to spill into the nearby Burnett River.[2]
H T Christsen Pty Ltd operated their own Bundaberg Rum bottling plant in Bourbong Street, Bundaberg at the rear of their large grocery and hardware business in the centre of town. The spirit was sold at UP and OP strength from their business. Spokesperson for the original family, Mr Rod Patch, recalls the origins of the shape of the current "Bundy Bottle". It originated from the Bushells Coffee Chicory bottle that Bundaberg folks sold to his grandfather at the firm for one penny a bottle, after which they were washed and filled with the famous spirit. The shape remains the same but the capacity has been increased to the current 700ml. Patch's great grandfather, Hans Truval Christsen, a Danish immigrant from Copenhagen and his son Frederick Christsen had an employment policy of employing staff from the Salvation Army faith in the rum bottling process as they were less likely to be tempted to sample the spirit. The Christsen family supported settlement farming families through hard times and these good deeds were acknowledged with the naming of Christsen Park at Bargara Beach.
In 1961, the company introduced the polar bear as its unusual choice of mascot, to imply that the rum could ward off the coldest chill.[3]
In 2000, the Bundaberg Rum company and distillery were sold to British company Diageo.[4]
[edit] Distillery
The Bundaberg Rum distillery is open to visitors for tours of the facility. There is also a museum and offers free samples of Bundaberg Rum products for visitors.
[edit] Sponsorship
Bundaberg Rum is a major sponsor of the Australian Wallabies rugby union team and also sponsors the Bundaberg Rum Rugby Series. Bundaberg is also a sponsor of the NSW Waratahs.[5] Bundaberg Rum sponsored the rugby league ANZAC Test till 2009. Bundaberg Rum signed a 5 year deal with the NRL to be the "official spirit of the NRL". They are also the naming-rights sponsor of NRL Monday Night Football.
[edit] Advertising
Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions.[6][7] The Bundaberg Rum Bear advertisements first appeared in 1994. They were designed to soften rum's aggressive image (below) and broaden its appeal from the traditional older male drinker to a more sociable audience.[8] They have been cited as one of the favourite ads among Australia's youth.[9]
[edit] Associations with aggressive drinkers
Bundaberg Rum has been labelled the drink for yobbos,[10] after some bars reported that "bundy drinkers are a lot louder, and more disruptive than other patrons." In 2005, four bars in Brisbane banned the rum products, claiming it makes drinkers aggressive and attracts the wrong crowd.[10] "They will abuse bar staff, half a dozen a night, normally gangs of blokes, the marketing is directed at yobbos," one bar owner told The Age newspaper.[11] The Bundaberg Rum Distillery admitted it was aware its brand had a reputation of being associated with aggression, and said it may change its advertising to dispel its "yobbo" image.[12]
[edit] Products
There are currently a number of products available which are distributed by Diageo:
Bottles
- Bundaberg Rum UP – the original underproof, 37.0% ALC/VOL, 74 proof
- Bundaberg Rum OP – an overproof version of Bundaberg UP at 57.7% ALC/VOL, 115.4 proof
- Bundaberg Rum Royal Liqueur – with coffee and chocolate, 20.0% or 28.0% ALC/VOL depending on year of release. Available from the distillery, from some bottle shops in the Bundaberg region or by mail order in Australia.
- Bundaberg Rum Distiller's No3 – a triple filtered blend 43.0% ALC/VOL (No Longer Produced)
- Bundaberg Rum Black 1985 – VAT 100, Aged 10 years, distilled from molasses, 40.0% ALC/VOL (Limited Release)
- Bundaberg Rum Black 1986 – VAT 14, Aged 10 years, distilled from molasses, 40.0% ALC/VOL (Limited Release)
- Bundaberg Rum Black 1987 – Vat 105, Aged 10 years, distilled from molasses, 40.0% ALC/VOL (Limited Release)
- Bundaberg Rum Centenary Rum – VAT 100, Specially selected and matured to celebrate 100 years of Bundaberg Rum, wooden case, 40.0% ALC/VOL (Limited Release), 750mL
- Bundaberg Rum Black 1989 – VAT 70, Aged 10 years, distilled from molasses, 40.0% ALC/VOL (Limited Release)
- Bundaberg Rum Black 1990 – VAT 79, Aged 10 years, distilled from molasses, 40.0% ALC/VOL (Limited Release)
- Bundaberg Rum Black 1994 – VAT 65 & VAT 166, Aged 8 years, distilled from molasses, 40.0% ALC/VOL (Limited Release)
- Bundaberg Rum 18 Year Old – an extremely limited release, matured in small oak barrels – only 5,142 bottles ever made, 37.0% ALC/VOL, 700mL
- Bundaberg Rum Aged 8 Years 2007 – Matured in oak over time to create a richer, smoother character, 40.0% ALC/VOL (Limited Release), 700mL
- Bundaberg Rum Aged 8 Years 2008 – Matured in oak over time to create a richer, smoother character, 40.0% ALC/VOL (Limited Release), 700mL
- Bundaberg Rum 101 – Rich, dark and with a hint of smoke. Released to commemorate the 1907 fire at the Bundaberg Distillery, 40.0% ALC/VOL (Limited Release), 700mL
- Bundaberg Rum Red – Bundy Extra Smooth Rum, is the first rum to be filtered with Red Gum, 37.0% ALC/VOL
- Bundaberg Rum "Reserve" First 5000 bottles numbered and Limited Release. Then released as standard non limited release in bottle shops, 40.0% ALC/VOL
- 2010 Bundaberg 100 Proof, 50% alcohol content, released in Red and Yellow Labels.
- 2010 Bundaberg "Founding Fathers" 5 year Old, aged in Vat 9. kind of similar to Bundaberg Black
- 2010 Bundaberg Black Year 2000 - Started in year 2000 and been released 10 years later
- 2011 Bundaberg Master Distillers - Aged 10 Years & Finished in a small oak vat. Released at the distillery then sent to Bottleshops around Australia.
- 2011 Bundaberg "Watermark" Limited Edition Commemorative Rum - Aged 5 years to "Mark" where the flood water peaked. And each bottle numbered. "The Mark of Resilience". 37.0 Alc/Vol
- 2011 Bundaberg Five - Released 5 June - First 10,000 bottles Numbered, Then released as un-numbered around Australia, a new line of Bundaberg Rum.
- 2011 Bundaberg "Racing" Limited Edition Rum - Released as late as the 9th of July on Sunshine Coast Queensland Australia. Aged five years. "This Limited Eddition blend has been crafted to mark another ingenious moment in the Bundaberg distilling company legacy - the first Sponser to have a V8 Super Car, V8 Ute and an Australian GT Championship Lotus all racing for the same team" Bottles are numbered. 37.0% Als/Vol.
- 2012 Bundaberg Master Distillers Collection - Golden Reserve Mix of five premium rums, up to 11 years old, finished in old sherry and port barrels to soak up the fruit characters infused in the oak. 40.0% ALC/VOL (Limited Release), 700mL. Releasing at the distillery Sunday March 11, 2012 8am - 12pm
Pre-mix (RTD)
- Bundaberg Rum & Cola – can (375ml), stubby bottle (345ml and 250ml).
- Bundaberg Dark and Stormy RTD (Bundaberg Rum with light ginger beer mix) – Can or stubby.
- Bundaberg Rum OP & Cola RTD – Can or stubby.
- Bundaberg Rum Dry and Lime – with dry ginger ale and lime. Can or stubby.
- Bundaberg Rum & Cola Mid 3.5 – Can or stubby.
- Bundaberg Rum & Cola Super Dry – 3.5% ABV & 25% less sugar for a crisper cleaner taste
- Bundaberg Rum Premium & Cola – This is a 6.9% RTD, made from Bundaberg UP.
- Bundaberg Rum Red & Cola – 4.8% ALC/VOL – Extra Smooth Rum – filtered with Australian Red Gum
- 2010 Bundaberg BARE – UP Rum mixed with a special blend of no sugar cola
- Bundaberg Crisp Extra Dry - Soda & Lime, Can or Stubby. Released 2010. 2 x Distilled oak aged rum, 4.5% ABV
- Bundaberg Bond 12 - & Cola, Private Stock, Limited Edition, Can (no longer produced)
On-tap/Keg
- Bundaberg Rum and Cola Draught
- Bundaberg Rum and Cola Super Dry Draught
[edit] See also
[edit] References
- ^ Information from 'Bundy A Centenary History' by Keith Dunstan.
- ^ Julia Robinson. Voices of Queensland: words from the sunshine state. Oxford University Press, 2001.
- ^ "Bundaberg Rum website – history section". Bundaberg Rum website. http://www.bundabergrum.com.au/flash/home.htm. Retrieved 26 March 2008.
- ^ Diago Press Release – Diageo acquires Bundaberg Rum from Bundaberg Sugar Group Ltd via Diageo website 6 December 2000
- ^ Sponsors & Partners – NSW Rugby
- ^ ABC Radio National, 3 Nov 2002 Program: Background briefing
- ^ Community Alcohol Action Network (CAAN) 'Grogwatch'
- ^ Greg Alder, Creative Director, Leo Burnett Connaghan & May, Bundaberg Rum advertising agency
- ^ B&T Magazine, 20 December 2004 Story: "Young adults are a paradox for marketers"
- ^ a b Bundaberg denies rum jungle claim – The Age, 8 March 2005
- ^ Bundy drinkers 'not yobs' – The Age, 7 March 2005
- ^ Ryan, Rosemary (15 March 2005). "Bundy fights yobbo claims". B&T Magazine. http://www.bandt.com.au/news/ca/0c02daca.asp. Retrieved 27 March 2008.
[edit] External links
- Bundaberg Rum – official website
- Diageo – parent company
